EP Huddle #25
You don't have to be in sales long to understand how important it is to believe in your product. And, the buyer picks up on this belief system quickly. That's why a lot of people give used car salesmen bad names and why some mechanics are more trusted than others. We've all been screwed by someone, which then makes the trustworthy salespeople a little less hesitant to push a deal. They don't want to be viewed as a pushy salesman.
But this can only be an issue if the salesperson doesn't believe in what he's selling. If you have belief in your product and the service your company can provide, if you believe you can truly help your customer, and if you believe the prospect needs to hear your pitch because she'll benefit from working with you, then you can be strong and persuasive! In a good way.
Here are two examples of how I've done this in my own sales career.
As a team:
Think of mini-sales in your business. What can you do to convince yourself the prospect NEEDS your service? What questions can you ask to make sure you understand their needs and goals? What problems can your company solve for them? What can you commit to that will give you strength and conviction in your sales approach?
Your salespeople will immediately have more confidence and your sales will increase immediately.
EP Huddle #24
Every salesperson knows how important it is to be able to effectively overcome objections and get the customer to agree to moving forward with a deal. And, every buyer knows when a salesperson is trying to overcome their objections. Too often, we hear things like "your solution is too expensive for our budget" followed by the salesperson's response "well, we can discuss a discount", or "ok, click".
The number and severity of customer objections can differ greatly based on the type of service or product being sold. Complexity, price, risk and many other factors can affect how many objections a salesperson will hear during the selling process. In order to solve these problems, it's important for the salesperson to not rush and try to resolve each objection as it comes up.
So, what's the best way to get past customer concerns and set the stage to move forward? Don't hurry through the process... Instead, ask questions to better understand their objections first. In the scenario above, the salesperson would say something like "I can understand it may sound expensive now, but tell me a little bit about the options you're currently exploring to solve your XYZ need".
Follow these steps to improve your ability to overcome objections:
Now, here's the important part.
Step 4: Ask your prospect "In addition to (that concern), what else would prevent you from moving forward with this solution?". Repeat steps 1-4 until there are no additional concerns.
Now, it's time to solve these objections by following a one-by-one approach. Reference the notes you took during steps 1-4 and work to overcome each specific concern. As you resolve each one, ask a trial close (see EP Huddle #22) to confirm that you're in agreement that the objection is no longer viable. And, then move to the next objection.
By taking these steps and waiting to overcome the set of objections one at a time, you'll see a big increase in your ability to work past customer concerns and you'll see improvement in your close rate and number of deals won.
As a team:
Discuss the common objections that you hear from your prospects and make a list of all of the ways your company can overcome them. Role play with your team to practice asking questions to clarify and confirm the objections, and then practice resolving the concerns one at a time to ensure you can work past it and gain more business.
EP Huddle #22
Sales lessons can quite often be learned by watching a good parent. One example of how a parent sells is demonstrated in their ability to work with a small child to ensure the kid understands what's going on. Consider the first time the parents leave a child at home, unattended. "OK, so remind me again Johnny where the list of phone numbers is? Great. And, what will you say if someone calls and asks to speak with your mom or dad?" The purpose of these questions is to make sure the kid is on the right track, every step of the way and also to make sure you're not overwhelming him. By breaking it down into mini questions, you're able to make sure he demonstrates understanding of each important instruction.
Salespeople need to do this too. Sure, your ultimate goal is to gain commitment for a meeting or close the deal. But, there are mini checkpoints along the way to ensure your solution satisfies each of their needs.
And, you want to overcome any objection one at a time before you get to the end of the presentation to only find out the prospect doesn't like a few features of your product that were discussed three meetings ago. Not only will this strategy help overcome objections before they arise, it'll immediately improve your commitment rate on every sales call, because you will better customize your conversation to each prospect.
So, here's how it works.
As a team:
Go through your feature/benefit list and come up with as many trial closes as possible. Write them down and role play to ensure everyone on the team has a few key go-to questions.
In addition, make a list of common objections you hear during a sales call. How can you get in front of the objections by asking questions and having a conversation before it's seen as you're rebuking a concern?
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